Supermarket aisle with identical brand logos on all products, symbolizing the illusion of choice.

The Food Industry's Illusion of Choice: Are You Really in Control?

Kai Mendoza in Business & Economy December 2025 • 4 min read.

"Uncover the surprising truth about the top 10 food companies in Australia and how their brand connections limit your options."

Over the last 60 years, Australia's food system has changed dramatically, driven by advances in food processing and increased consumer demand. This shift has opened the door for many international food companies to enter the Australian market, filling supermarket shelves with energy-dense, nutrient-poor options.

This influx of processed foods has significantly altered Australian eating habits, with adults now getting over a third of their daily energy from discretionary sources. For those under 18, this number is even higher, with teenagers consuming up to 41% of their energy from these types of foods. This trend raises concerns about the growing influence of major international food brands and the lack of transparency in their diverse product ownership.

These packaged foods make up 70% of global food sales, highlighting the massive scale of the industry. Many of the brands we see every day are owned by a handful of multinational corporations, giving them immense control over the food landscape. Understanding this concentration of power is crucial for making informed choices about what we eat.

Who Really Owns Your Favorite Brands? Unmasking the Top Players

A recent study identified the top 10 food companies operating in Australia based on their revenue and then mapped their brand ownership through financial records and company publications. The goal was to visually represent this information in an infographic, revealing the true extent of their market control.

The research revealed that Fonterra, Coca-Cola Amatil, Lion, Murray Goulburn, George Weston Foods, Wilmar, Nestle, Mondelez, Parmalat, and Asahi are the top 10 food companies in Australia. The infographic, or "food web," illustrates that brand ownership varied significantly, ranging from 75 brands (Nestle) to just four brands (Fonterra) per company.

Fonterra: Controls a smaller portfolio of key dairy brands.
Coca-Cola Amatil & Lion: Hold significant beverage market share.
Nestle: Dominates with a vast array of products spanning multiple food categories.

This dominance highlights how a relatively small number of companies can exert a significant presence on supermarket shelves, using their brand power to create the illusion of choice for consumers. For example, while Fonterra is the largest food company operating in Australia, it owns only four brands, while Nestle, despite being lower in the ranking, owns 75.

Why Does This Matter? Taking Control of Your Food Choices

Understanding the true ownership of food brands is the first step towards making more informed decisions about what you eat. By recognizing the limited number of companies behind the vast array of products, consumers can begin to question the marketing tactics used to influence their choices and seek out alternatives that align with their values and health goals.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1111/1753-6405.12828, Alternate LINK

Title: The Illusion Of Choice: An Exploratory Study Looking At The Top 10 Food Companies In Australia And Their Brand Connections

Subject: Public Health, Environmental and Occupational Health

Journal: Australian and New Zealand Journal of Public Health

Publisher: Wiley

Authors: Abbie-Clare Vidler, Melissa Stoneham, Melinda Edmunds, Ainslie Sartori

Published: 2018-09-20

Everything You Need To Know

Who are the top 10 food companies in Australia that dominate the supermarket shelves?

According to a recent study, the top 10 food companies operating in Australia, based on revenue, are Fonterra, Coca-Cola Amatil, Lion, Murray Goulburn, George Weston Foods, Wilmar, Nestle, Mondelez, Parmalat, and Asahi. These companies control a significant portion of the brands found in Australian supermarkets.

How does the ownership of food brands by a few major companies create an "illusion of choice" for consumers?

The illusion of choice is created because, while there appears to be a wide variety of brands available, many of them are owned by the same parent company. For instance, Nestle owns 75 brands, spanning multiple food categories. This allows these companies to dominate shelf space and influence consumer perception, making it seem as though there are more independent options than actually exist. Even though Fonterra is the largest food company operating in Australia, it owns only four brands, which proves that revenue is not a determination of the variety of brands that can be available to consumers from a single company.

What percentage of the average Australian adult's daily energy intake comes from discretionary, often nutrient-poor, food sources?

Australian adults obtain over a third of their daily energy from discretionary food sources. For teenagers, this number is even higher, with up to 41% of their energy coming from these types of foods. This highlights a significant reliance on processed and packaged foods, often controlled by major international food brands. The growing influence of these brands raises concerns about the impact on dietary habits and overall health.

What are the implications of the food industry being dominated by a few major international corporations like Nestle and Coca-Cola Amatil?

The dominance of major international corporations such as Nestle and Coca-Cola Amatil means that these companies have significant control over the types of products available to consumers, influencing dietary habits and public health. With a large number of brands under their umbrella, these corporations can shape consumer preferences through marketing and product placement, potentially leading to increased consumption of energy-dense, nutrient-poor foods. This concentration of power also reduces the diversity of food options and limits the ability of smaller, independent producers to compete in the market. Nestle owns 75 brands while Coca-Cola Amatil and Lion hold significant beverage market share.

How can understanding the ownership of food brands help consumers make more informed choices and take control of their diets?

Understanding who owns the various food brands is the first step toward informed decision-making. By recognizing that a limited number of companies control a vast array of products, consumers can question the marketing tactics used to influence their choices. This awareness can empower individuals to seek out alternatives that align with their values and health goals, such as supporting local producers, choosing minimally processed foods, and reducing their reliance on brands owned by multinational corporations. Consumers can make a conscious effort to support companies that prioritize health and sustainability over profit maximization.